I understand that there are many ways in which to combine one media with another. Video, for one, is a multi-media format, progressing from the starting point of a light to a single image that then accelerates into image in motion, adding sound, and then becoming digitizaled. Laurie Anderson made it abundantly clear in her ART 21 interviews that she combined ideas of using one medium into another medium using technology. This is old news and, although it might have been more interesting to the populous in the 80s, there is little insight that she provided to the understanding of my project. The most interesting part of her portfolio was her versatility (which may also be out of proportion with what is actually needed to make her simple statements clear). Just take a look at her makeup: overemphasized. Over time, I realized that she her ideas were spread too thin when she ventured into the many artistic areas.
What I found thought provoking, in relevance to marketing, is her concept of “blur” in mass media. Specifically, considering the need for media to be overemphasized in order to effectively become clear from the blur, there are many ways of being noticed other than having mixing media, like projected simplicity, originality, scale, and place that she uses well, but not in the same magnitude to the hype that accompanies. This is where the need for updating creative material becomes crucial. Timelessness is a social quality. There are an infinite ways to do the same thing and times when doing the same thing as the past becomes popular.
That being said, sampling becomes increasingly important when things seem to be repeating themselves. The importance of inserting sound clips between tracks during my radio show is not simply to blend song into song as seamlessly as possible, but also to create new audio experiences from old experiences. It becomes increasingly more interesting to hear the sound of a hoard of zombies with a steam cooker side-by-side, while still making auditory sense as it flows along in time. I want to create a feeling that the “right” clip is the one that would be the last one suspected to work when isolated. Ideally, a playlist would be one that employs all the wrong audio files at the right times, becoming situational and completely improvisatory and creating a seamless composition of songs conceptually and aesthetically.
IHRTLUHC, Ian Wallace
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